So You’ve Sent Your Perfect Pitch; Now What?
By Matt Burkey
Refreshed May 13, 2024
As a PR agency, a big part of our role is crafting compelling pitches for our clients. Whether we are leading a product review program for the latest tech gadget, pitching media a CEO as a thought leader, or providing commentary on a breaking news topic, if we don’t hook the media within the first sentence, we aren’t doing our job.
It’s safe to say that no PR professional bats 1.000. Even with the perfect media pitch, numerous factors can come into play as to why you didn’t receive a response. That’s why – unless you receive a “Not interested” – you should always have a plan in place post-pitch.
There’s a fine balance between being persistent without being annoying. Following up with an email every day to confirm a reporter has received your pitch is a good way to be sent to spam (or even worse, the dreaded blocked list). So, we’ve compiled a few tips on how to pitch journalists if your initial pitch didn’t land you the interest you were looking for.
How to Pitch Journalists
1. Time your follow-up.
Consider when you pitched, and plan your follow-up accordingly. According to Muck Rack’s 2023 State of Journalism survey, 68% of reporters want to receive pitches before noon.
You can play the numbers and follow up in that timeframe, but if you didn’t receive a response, consider sending the follow-up at a different time of day. The reporter may have morning meetings, like to focus on writing early, or have a myriad of other reasons they would rather receive pitches at a different time.
Not only should you consider what time you send your follow-up, but consider how long you wait before sending it. Unless you are pitching media something urgent, it’s a good practice to hold off at least two-to-three days before reaching back out.
When it comes to frequency, however, if the reporter hasn’t responded after two follow-ups, it’s time to revisit the media list, or at least craft another angle that may resonate. While most PR people would rather have a “no thank you” than nothing at all, journalists are busy and may not have time to get back to everyone who reaches out.
→ Real-Life Example: Carve reached out to schedule an in-person meeting with a journalist at Conde Nast Traveler for our client Mint House. After a DM discussion on LinkedIn, the email chain started on February 1, with a follow-up on February 5, and the journalist's response on February 14. Ultimately, the Mint House team gave the journalist a full tour of their 70 Pine property in NYC and discussed the overall vision for how Mint House plans to continue to disrupt the hospitality industry.
2. Keep an eye on reporters’ recent stories.
Referencing a story that a reporter published after you’ve sent your initial media pitch is a great way to show they are on your radar and that you follow their work. Ideally, you can reference prior work for everyone you pitch to show you did the research before reaching out with your pitch.
The story you reference doesn't necessarily have to relate to what you were pitching, but if it does make sure you circle it back to your client in some fashion. This does not mean asking them to update the story with a client, it simply means knowing what the reporter has written about, and if they choose to revisit the topic or need specific commentary, they’ll think of you as a resource. This may not result in an immediate story opportunity, but it could put you on their radar for a trend-jacking opportunity.
→ Real-Life Example: When pitching media our estate settlement client, Carver Gabrielle Wright came across a Fortune reporter who had recently covered what a will is and why people need to create them sooner rather than later. Wright referenced the initial article in her media pitch and was able to tie it back to the client, resulting in an interview with the company’s CEO.
3. Add something new to your follow-up.
Is there a “cherry on top” you can add that may sweeten the pot for the reporter? There are so many ways to add value when pitching media:
Can you offer an interview with a third party (i.e. a person/company that uses your brand’s product/service)? We landed a story in Retail TouchPoints on Mint House’s “Shop Your Stay” experience – a QR-code-enabled experience that lets travelers purchase products the moment they fall in love with them IRL. The reporter wanted to get a better understanding of the backend logistics of the platform and service, so we introduced them to the client’s retail partner, Minoan, to make that happen.
How about offering additional assets/infographics? When pitching media on Upper Deck’s Mobile Store highlighting Michael Jordan and the Chicago Bulls’ 25th anniversary of their sixth championship, we garnered interest from a broadcast producer who wanted to feature the activation. However, the outlet needed a visual element that wasn’t readily available to seal the deal. Instead of leaving the producer hanging and losing the opportunity, the team put on their video editing hats and got to work.
Has an angle popped up in the news you can repurpose? When tragedy struck on I-95 in Philadelphia last June, we connected our freight tech/logistics client, Transfix, with CNBC to provide commentary on what this meant for trucking routes as carriers and shippers pivoted to deal with the disruption.
Are there new stats you can share or a case study that brings something to life? When StreamGo, a water treatment company, had an opportunity to be featured on Fox News for their PFAS removal in Buffalo’s drinking water, the reporter needed more statistics to bring the story to life. This prompted the team to begin researching statistics that made the story more compelling, resulting in a broadcast segment.
What about a seasonal hook? With last summer’s temperatures skyrocketing and the breakout of wildfires across the East Coast and Upper Midwest journalists were looking for air quality experts. We provided expert commentary from our HVAC client Friedrich by offering tips for keeping your air quality safe, landing a broadcast segment on FOX, and a mention in Homes & Gardens.
Providing additional insight and not just repeating your initial media pitch shows you’ve put thought behind your follow-up.
4. Social media enlightens us.
Reporters are typically active on social media. Sometimes when reporters aren’t responding to emails you can get a better picture of why by checking out their X or LinkedIn.
There have been numerous times I’ve found out a reporter was on vacation, dealing with a personal issue, or even no longer at the outlet that they were at two weeks ago simply by checking their social channels.
Some reporters even like to receive social media pitches. Double-check their bio or pinned posts to see if they're open to pitches in their DMs. You’ll need to do some tweaking – no one wants a novel in their DMs. Get straight to the point, offering to share more via e-mail is ideal, or check in to make sure you have the right email address.
Pro Tip: As much as I don’t like to say it, many of us at Carve have found out that several of our journalist friends have been let go from their positions over the last several months via their social channels. It’s a moment you don’t want to see, but it also gives you an opportunity to reach out to them maybe when it will matter most.
5. Build. A. Relationship.
Building a relationship with reporters should be a priority.
This can be cumbersome for public relations professionals as we’re pitching media across so many different industries. Building a relationship is a best practice on a professional and personal level.
Being a resource outside of your own story (ex: helping with sources you may know), or connecting on LinkedIn and sharing news about similar personal interests should be second nature. In what has become a turbulent media landscape in the last several months, keeping in touch with journalists through LinkedIn, passing along potential job leads, and celebrating new successes is where those relationships really grow.
Reporters share personal things publicly all the time, whether it’s a career move or new role, a funny happening from their day on X, or a Substack where they reconnect after taking a break from posting to their community. Showing that you are not just a self-interested robot at a computer can be heartwarming when all most people do is ask them for coverage. For example, one reporter had “Star Wars Enthusiast” in their X bio — so obviously the geek in me had a little fun.
There are no guarantees that any of these tactics will work. But we have plenty of proof that they have worked across industries. Following these guidelines has not only resulted in better relationships with media; it’s created a two-way dialogue where media come to us first.
There are no guarantees that any of these tactics will work. But we have plenty of proof that they have worked across industries. Following these guidelines has not only resulted in better relationships with media; it’s actually created a two-way dialogue where media come to us first.